Brand storytelling has always been a cornerstone of digital marketing, an invaluable asset for companies looking to create meaningful narratives to grow their customer-bases.
In today’s digital age, when technology has evolved to provide anyone with a smartphone the opportunity to engage with huge online audiences, the ability to share a convincing and engaging narrative has never been more important. Digital content upskilling is essential when so many brands, businesses, creative agencies and even musicians and artists are competing for ever shorter attention spans – so how can you cut through? This is where engaging content comes in – and where a degree in content creation can help. Digital content upskilling can be vital in helping marketers equip themselves with the right abilities to create it.
In our blog, we’ll explore the storytelling process, how it has been overturned by the digital revolution and best ways to make meaningful connections when likes and follows come and go so quickly.
Digital Age
According to stats, 85% of consumers research products, services, and brands online before making a purchase decision.
On a daily basis, there are an estimated 8.55 billion Google searches with internet users spending more than six hours online.
The advent of smartphones and digital tech has clearly revolutionised the ways in which brands and content creators speak with their audiences and acquire potential customers.
There are positives and negatives to this new landscape – now, many businesses can acquire a global audience at the touch of a button. At the same time, the challenge for many is to stand out which is why digital content upskilling through content creation courses can be a fantastic resource.
How brands can use digital platforms to tell stories
Of course, social media is a powerful tool in helping content creators, brands and businesses share their stories – from TikTok to Instagram via YouTube and now BlueSky and Threads, there are a variety of platforms available.
A website can act as an online hub for all digital activity, linking out to different forms of content and showcasing the various sides of a business or organisation. Graphics and video content alongside text-based pieces such as blogs and white papers can all feed into a content calendar, meaning digital content upskilling with tools like Canva, Adobe Photoshop, Figma and Pro Tools alongside traditional copywriting can be key.
How content can help brands
Content creation is a core component of brand stories in our digital age – here are some of the benefits well-thought out and structured content can bring.
Develop Trust: Are you willing to buy something from a brand you don’t trust? It’s unlikely so creating a story that resonates can go a long way on establishing loyalty and retaining a network – whether that be collaborators or customers.
Humanise to Boost Brand Memorability: Compelling content really does stick in the mind – and many companies have had fun with their social media strategies to underline what they do – Aldi, Greggs and Heinz are all great examples.
Establishes Emotional Bonds: For marketers, the aim of their work is to create a connection between a business and a potential customer. By deepening what someone knows about a product or brand, the more likely they are to engage/connect with it.
Celebrate Purpose: Many marketers want to go further than what they do and how they do it – instead, they want to demonstrate why they do something which is how content marketing can be so effective in telling wider stories.
There are numerous examples of great storytelling out there from brands and business to artists. Here are some favourites and insightful examples:
Spotify
The all conquering and sometimes controversial music streaming service is at the centre of digital music. Ever since its launch in Sweden in 2008, the platform has been a key form of music consumption.
The brand’s Spotify Wrapped marketing campaign arrives every December, enabling its users to review data surrounding their listening habits from the last 12 months.
The key part of the campaign’s success is how it allows users to share their data – in 2020, over 90 million people engaged with Spotify Wrapped, leading to a 21 percent increase in Spotify app downloads during the first week of December that year. This user-generated content allows the platforms users to do its marketing for them.
Patagonia
The Patagonia brand story is one based around marrying quality with sustainability. The outdoor gear made by the company – set up by Yvon Chouinard – is not only known for its well made garments but also environmental commitments. Yvon nailed his colours to the mast when he gave away the company to a charitable trust – any profit not reinvested in running the business now goes to fighting climate change.
One of Patagonia’s most famous campaigns was when they launched their ‘Don’t Buy This Jacket’ ad in the New York Times for Black Friday in 2011. The idea? To tell customers to buy less and businesses to make better quality goods.
Airbnb
If compelling stories are what brands need, then Airbnb’s ‘Host Stories’ are an engaging form of content that have done a great deal to promote the brand.
This series showcases engaging stories where Airbnb made a difference in a host’s life – and rather than the brand telling this, it takes the form of user-generated content. In many ways, there’s no better advocate for a business or brand than a satisfied customer sharing how a service has helped change their life. It also fosters a greater sense of community amid the network of hosts and customers.
Study Content Creation and Online Marketing at SAE
Developing content that connects with audiences can be essential in today’s digital age for businesses and leading professionals.
With our expert team, leading facilities and creative community, studying our course in content creation and digital marketing can offer you a fantastic opportunity to take your career in digital marketing to the next level.
